There are far too many questions about the resort industry to attempt to answer them all in one study, so we decided to concentrate on what we thought were some of the key issues of resort development: how, why, and to what extent resorts fit into vacations, what kinds of places people wanted to visit, what they wanted to do when they got there, and whether or not there were needs that were being unmet. We also included a section of questions on values and lifestyles, which is a powerful analysis tool that American LIVES, inc. specializes in using. These questions lead us far beyond demographics to a more psychographic approach that identifies exactly what people want and why they want it. The benefits of having this information to design, development, sales and marketing strategies are enormous.

We chose to focus this report on the portion of the vacation travel market who are resort-goers, those who currently enjoy going to resorts for both vacation and business travel. One of several substantial findings in this report is that there is a large potential resort market that at present is not being tapped. The price of this report is $325.

When looking at whether people went to resorts either on vacation or in business travel, the market divided itself into three levels of involvement:

• 42.2% of the sample currently visits resorts. We call these, appropriately enough, the Resort Goers.
• 44.9% of the sample does not visit resorts for a variety of reasons. But they are united in the fact that they would like to visit.
• 12.9% of the sample is not interested in visiting a resort for vacation or business travel.

In this report, we initially concentrated on understanding who exactly the Resort Goers are and what it is they get from a resort experience, then we talk about the potential market. The following is a sample of what is included in the report.

Resort Goers

• Top 10 Hottest Site Features Among Resort Goers

• What is Important in Resort Service

• What is Important in a Resort Experience

• What Resort Goers Like to Do at Resorts and on Vacations

• Where Resort Goers Go For 1-2 Weeks

• Where Resort Goers Go For the Weekend

• Where Resort Goers Like to Stay

• Differing Vacation Styles Among Resort Goers

   

• Who are the Classic Resorters

• Site Features Wanted Among Classic Resorters:

• What is Important to a Classic Resorter in Resort Service

• What Experience a Classic Resorter is Looking For

• What Classic Resorters Like to Do at Resorts and on Vacations

• Where Classic Resorters Go For 1-2 Weeks

• Where Classic Resorters Go For the Weekend

• Where Classic Resorters Like to Stay

   

Experience seeking is one of the markets that is evolving from the overall resort market. Based on the information gathered in this study, we see it as the primary new direction the resort and vacation travel market will be growing toward.

• What Is the Experience Seeking Market?

• Demographically Speaking, Who Are the Experience Seekers?

• Hottest Site Features Among Experience Seekers

• What is Important in Resort Service for Experience Seekers

• What is Important in a Resort Experience for Experience Seekers

• What Experience Seekers Like to Do at Resorts and on Vacations

• Where Experience Seekers Go For 1-2 Weeks

• Where Experience Seekers Go For the Weekend

• Where Experience Seekers Like to Stay

• Differing Vacation Styles Among Experience Seekers
  
  

This report is out of print, but you can obtain a copy for $45.00 by calling 541-946-7907 or emailing Alison Stevens.